MUMBAI: Warner Bros. Entertainment has announced the promotion of Diane Nelson to the newly created position of executive VP, global brand management.

Nelson's primary responsibility will be to work with all Warner Bros divisions in stewarding the studio's signature franchises, brands and myriad event properties. She will also collaborate and partner cross-divisionally to optimise all the various opportunities and outlets on a global basis.

Complementing the existing efforts, Nelson and her team will serve as a broad-spectrum resource and co-strategists, helping to maximise the potential of existing brands and franchises, as well as to build new ones. They will also collaborate with all the business units to develop non-theatrical properties and assist them in managing their product initiatives.

Nelson's group will work with all the businesses within the studio. They include Warner Bros. Pictures, DC Comics, Warner Bros. Animation, Warner Bros. Consumer Products, Warner Home Video and Warner Bros. Television.

In collaboration with divisional executives, Nelson's team will serve as cross-company and cross-Time Warner worldwide brand manager for the studio's films, television series, home videos/DVDs, video games and consumer products. These include titles like Harry Potter, Batman Begins, Superman, The Polar Express.

Previously Nelson served as executive VP, domestic marketing for Warner Bros. Pictures, since October 2003. In her new position, she will report to Warner Bros. Entertainment president and COO Alan Horn.Horn added, "Diane has proven to be an extremely creative collaborator and an extraordinarily skilled facilitator. In today's extremely competitive climate, it is not enough to simply keep pace. You have to stay ahead of the pack. We will look to Diane and her team to work closely with our key divisions to make sure we do just that."